Here is the slightly odd sales pitch that President Obama sent to potential supporters via email this morning:
“Someone is about to tap you on the shoulder.
“It’s someone who’s already made a donation to the 2012 campaign — and who’s willing to give again if you’ll step up and take ownership of it, too.
“They’ve made a promise to match your first donation to this campaign, so if you decide to give $5 now, you’ll double your impact.
“Will you?”
The president goes on to explain that he’s organizing a community, not running a traditional campaign:

“We’re not just gathering donations here. We’re gathering people.
“We didn’t get this far by doing things the usual way. Our campaign doesn’t take money from Washington lobbyists or special-interest PACs.
“We’re doing this the right way — with a whole lot of people like you taking the lead.
“One of our earliest supporters is prepared to make a second donation in order to persuade you to make your first. It’s that kind of commitment that creates a grassroots campaign capable of changing the outcome of an election — and capable of changing the course of this country.
“That’s the spirit that drives us. And it starts with a tap on the shoulder.
“Now all you have to do is take them up on the offer. Give it a go.”